Imc 462 class 2 060911


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Imc 462 class 2 060911

  1. 1. IMC 462 Integrated Marketing Communications via Social Media Summer 2011 Class Session 2 Influence and Communications June 13 th 2011
  2. 2. Key Terminology <ul><li>Corporate Blog - An online soapbox generally residing within a corporate website- can include contributions from executives and/or employees- serves to humanize the company. </li></ul><ul><li>New Influencer- Channelers of information- they exert influence by disseminating the thoughts of those they trust. </li></ul><ul><li>Credibility- Blogger currency- the earned trust and respect from peers that manifests in increased influence or clout. </li></ul><ul><li>Open Source - Technology development process that harnesses the power of peer review and transparency of process. </li></ul><ul><li>Groundswell- A social trend where people utilize technologies to obtain information from peers vs traditional resources. </li></ul><ul><li>Jujitsu- In social marketing this term is used to describe the act of harnessing a critic’s momentum for your advantage. </li></ul>
  3. 3. More Key Terminology <ul><li> Wikis - Sites with multiple contributors who share the responsibility of curating and maintaining information- accuracy is ensured via ideals of the community. </li></ul><ul><li>RSS- Really Simple Syndication- feeds blog and/or site updates into a central location. </li></ul><ul><li>Feed- Transmitted list of all new content from a site. </li></ul><ul><li>Reader - Organizes multiple site feeds into a single user interface allowing for broader media consumption. </li></ul><ul><li>Social Technographics Profile Tool - From Forrester Research- an interactive tool to assess technology utilization behaviors of a demo so as to accurately asses marketing strategies. </li></ul>
  4. 4. Blogging For Business <ul><li>Businesses across industries have turned to officially sanctioned blogging platforms to humanize their organizations. Here are some other compelling reasons for businesses to create and host blogs: </li></ul><ul><li>Brand Monitoring or Sentiment Analysis - what is being said about your brand, and direction on shaping that conversation. </li></ul><ul><li>Audience Engagement- Offering customers meaningful insight into issues important to them can increase brand awareness and attributes. </li></ul><ul><li>Thought Leadership- Utilizing custom content to produce insight (not a sales pitch) that’s publicly available highlights expertise and a solutions focused orientation- as well as builds SEO results. </li></ul><ul><li>Customer Service- Proactive issue resolution and a channel to address service issues. </li></ul><ul><li>Reputation Management- Understand and address issues in the channel where they were voiced. </li></ul>For Discussion: When should a company not blog? Or never blog in the first place?
  5. 5. Groundswell Identified We’ve defined the Groundswell as peer based, technology powered, exchanges of insight and information outside of the traditional marketing channels. It has disrupted traditional Marketing Communications, and here’s how it works: <ul><ul><li>Free, open source technology becomes readily available </li></ul></ul><ul><ul><li>and </li></ul></ul><ul><ul><li>Ubiquitous internet access </li></ul></ul><ul><ul><li>and </li></ul></ul><ul><ul><li>Economics of Scale: Traffic = $$ </li></ul></ul><ul><ul><li>For marketers this is a new challenge </li></ul></ul><ul><ul><li>requiring new strategies and tactics! </li></ul></ul><ul><ul><li>Unique Challenges: </li></ul></ul><ul><ul><li>Consumers can change behavior quickly </li></ul></ul><ul><ul><li>Behavior changes en mass </li></ul></ul><ul><ul><li>Force of internet evolution </li></ul></ul>
  6. 6. Addressing the Groundswell: Insight and Technology! Savvy marketers do have resources to meet the challenges of the Groundswell. Generally, they can be divided into two categories- Insight and Technology. Consider: <ul><li>Technology! </li></ul><ul><li>Jujitsu </li></ul><ul><li>Relationship focus </li></ul><ul><li>Connections matter! </li></ul><ul><li>Criteria for tech: </li></ul><ul><li>Enable connections? </li></ul><ul><li>Seamless sign-up? </li></ul><ul><li>Xfer power to users? </li></ul><ul><li>Self sustaining? </li></ul><ul><li>Open platform = partnerships </li></ul><ul><li>Insight: </li></ul><ul><li>Know your customers </li></ul><ul><li>Leverage customer insights </li></ul><ul><li>Utilize tools and resources </li></ul><ul><li>Identify audience attributes: </li></ul><ul><ul><li>Creators </li></ul></ul><ul><ul><li>Critics </li></ul></ul><ul><ul><li>Collectors </li></ul></ul><ul><ul><li>Joiners </li></ul></ul><ul><ul><li>Spectators </li></ul></ul><ul><ul><li>Inactives </li></ul></ul><ul><li>Where do you fall on this spectrum? </li></ul>
  7. 7. Engagement Exercise- Twitter Clients <ul><li>We’ve established that Twitter is essential to creating a brand persona in the social space. Since marketers are often challenged with managing promotions, building ‘influence’ and tracking stats utilizing a ‘Twitter Client’ is essential. Those include: </li></ul><ul><li>TweetDeck </li></ul><ul><li>Hootsuite * </li></ul><ul><li>Tweetie </li></ul>Which one to choose? They all have their merits , but I recommend Hootsuite for ease of use. For our in-class exercise, lets get registered with Hootsuite , and incorporate your feeds and networks. Then we can do some sample tweeting using the hash tag #socialmediamarketing.
  8. 8. The Client Selection Process <ul><li>Assignment feedback- where are we in this process? </li></ul><ul><li>Feedback on first assignment </li></ul><ul><li>Insights to share with the class </li></ul><ul><li>Considering a closed community? (handout) </li></ul><ul><li>Additional reading material - how one organization is using thought leadership to drive new business (handout) </li></ul>